Page 56 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

your sales and marketing remotely, through direct marketing or
e-commerce, for example. Here are a few things you might do:

• Send them a thank-you letter every time they place an order. If

logistics prevent you sending it separately, then at the very least
you could include it with the order. This is also a good time to
make them a further offer, perhaps for a related product, or an
extended subscription.

• Ask them for their opinions. In person. Everybody likes this.

It makes them feel important and gives them a nice little
stroke. You also get invaluable feedback on what you’re doing
well and what you could be doing better. And please, don’t let’s
kid ourselves that market research surveys do this. They’re
impersonal, anonymous, and mechanistic.

• Send them a newsletter. But make sure you give them something

genuinely valuable. A glossy four-page A4 newsletter is great if
it tells them stuff they want to know. Or if it entertains them,
makes them laugh, or gives them something to think about.

In practice

• Make your customers feel that you care about them and you have

a better chance of keeping them. You don’t have to spend a lot of
money (though it can help). You do have to think. Hard.

• If you’re finding it difficult, the easy answer is to imagine what

you’d like you to do.

100 GREAT COPYWRITING IDEAS • 47